Vincor Case Study
Vincor
Marketing Plan
October 5, 2010 Presented by:
Marketing Plan
Executive Summary
Vincor is a well established wine and wine-related producer based out of Mississauga Ontario. Vincor wants to use their current success and venture into the refreshment market by introducing a new line of coolers. In order to do this Vincor will have to decide what type of cooler to produce as well as the design, packaging, price and marketing strategy. Market research was conducted to determine who the consumers in the alcoholic refreshment industry were, what their interests were and what the current trends were. Vincor determined that 56% of Canadians 19 and older claimed to drink one or more of the different types of refreshment beverages. Of these, 57% of refreshment drinkers were determined to be female while 43% were men. Vodka or spirit coolers were found to be the most popular cooler choice, followed by wine coolers, hard lemonades and then ciders. There are currently several well established competitors in the market. Smirnoff Ice is the current market leader with their premium vodka cooler, Bacardi Breezer’s rum based cooler is a close second and Mike’s Hard Lemonade is also popular with both females and males. There are 5 different options available to introduce into the market. The options to produce are as follows: 1. Real Fruit Juice Cooler 2. Gin Cooler 3. Spring Water Cooler 4. Tequila Cooler 5. Energy Cooler Based on the information available we have determined that alternative 1, produce a real fruit juice cooler, would be the best option for Vincor. Research showed that fruit juice coolers were preferred most among the 19-22 year olds. It was also determined to be favoured among men and Quebecers. Qualitative research revealed that non-carbonation was a strong selling point, while natural sweetness resonated best of all. As a contingency plan, if alternative 1 fails, Vincor should consider offering the tequila or gin based cooler as these also had
Marketing Plan
October 5, 2010 Presented by:
Marketing Plan
Executive Summary
Vincor is a well established wine and wine-related producer based out of Mississauga Ontario. Vincor wants to use their current success and venture into the refreshment market by introducing a new line of coolers. In order to do this Vincor will have to decide what type of cooler to produce as well as the design, packaging, price and marketing strategy. Market research was conducted to determine who the consumers in the alcoholic refreshment industry were, what their interests were and what the current trends were. Vincor determined that 56% of Canadians 19 and older claimed to drink one or more of the different types of refreshment beverages. Of these, 57% of refreshment drinkers were determined to be female while 43% were men. Vodka or spirit coolers were found to be the most popular cooler choice, followed by wine coolers, hard lemonades and then ciders. There are currently several well established competitors in the market. Smirnoff Ice is the current market leader with their premium vodka cooler, Bacardi Breezer’s rum based cooler is a close second and Mike’s Hard Lemonade is also popular with both females and males. There are 5 different options available to introduce into the market. The options to produce are as follows: 1. Real Fruit Juice Cooler 2. Gin Cooler 3. Spring Water Cooler 4. Tequila Cooler 5. Energy Cooler Based on the information available we have determined that alternative 1, produce a real fruit juice cooler, would be the best option for Vincor. Research showed that fruit juice coolers were preferred most among the 19-22 year olds. It was also determined to be favoured among men and Quebecers. Qualitative research revealed that non-carbonation was a strong selling point, while natural sweetness resonated best of all. As a contingency plan, if alternative 1 fails, Vincor should consider offering the tequila or gin based cooler as these also had